"But to those who do not come in with any expectations about 'how
an app should work', it isn’t confusing at all," he continued.
"In fact, it is MORE intuitive because it takes a fresh look at
UI from first principles, rather than starting with established
metaphor. And because it is more intuitive, it rewards those who
use the app heavily."

Here
are the five main screens that comprise Snapchat. Each is
accessible with a swipe.Snap /
SEC

Snapchat is touting its youthful appeal and high engagement
metrics — like being opened 18 times per day on average — as
it prepares for a blockbuster IPO. The app's design is a key
Snapchat for to keep its young users addicted, according to Liew.

"This is why Snapchat found an initial user base with teens;
those with the least expectation for what UI 'should' look like,
and those who use it the most," he said.

Snapchat's "unfolded cube" design, as Liew put it, is a different
take on how to navigate an app. Instead of using a menu button or
drop-down, you simply swipe in any direction to move between
different parts of the app.